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When Things Go Wrong, Don't Rely on Committed Consumers: Effects of Delayed Product Launches on Brand Trust
Author(s) -
Herm Steffen
Publication year - 2013
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/j.1540-5885.2012.00987.x
Subject(s) - antecedent (behavioral psychology) , business , product (mathematics) , construct (python library) , marketing , brand awareness , advertising , perspective (graphical) , psychology , social psychology , computer science , geometry , mathematics , artificial intelligence , programming language
Consumers understand product preannouncements as credible promises to bring innovations to market at a given time. However, a majority of preannounced products are introduced with some delay. This study investigates potential loss in brand trust due to delay and the role of brand commitment in this process. Building on the C ommitment‐ T rust T heory of R elationship M arketing, which posits trust as a crucial antecedent of the commitment construct, this study extends this common perspective and proposes an additional reversal path from commitment to trust. That is, in the case of a delayed launch, the more stable commitment should buffer a loss in brand trust, which is more fragile. In three studies, this research finds consistent evidence that consumers lose trust in brands as a result of delayed launches. Surprisingly, high brand commitment does not mitigate such losses. In contrast, a long‐term relationship with a launching brand proves to be a buffer against losses in brand trust. Different operationalizations of brand commitment in laboratory and field experiments with brands from different product categories contribute to the generalizabilty of this work's findings.